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Ramsey Naja – A crisis is not a media channel

By Ramsey Naja, former CCO of JWT

One thing about large-scale crises is that they tend to sharpen people’s built-in cynicism into the kind of instrument prized by meticulous Japanese chefs. And nothing, absolutely nothing, draws that instrument out of its sheath quicker than the whiff of commercial
vested interest.
Here you are, confined for an eternity with a posse of stir-crazy children, turning your spare bedroom into the equivalent of a small neighbourhood Wallmart with a fixation on toilet rolls, trying to work out the minutiae of mask-wearing etiquette while frantically drenching your underwear in disinfectant gel and, hello, here comes Brand X cheerfully inviting you to notice a


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